Hilton's Jen Benkarski and Rebecca Panico discuss why and how they changed their approach to measurement, the impact it had on understanding marketing performance, how it drove more meaningful internal collaboration - and the lessons learned along the way.
Evolve their measurement strategy to encompass every channel and identify cross-channel synergies
Navigate economic instability by shifting measurement's focus from looking back to predicting outcomes and seeking out new opportunities
Learn, test and model to identify the best possible combinations of channel and content investment
Create richer, simpler conversations across the organization with more timely and more commercially-focused insights
Recorded for Adweek Spotlight 2022
"Rather than looking at how activities are performing in 6-month or yearly increments, we are able to understand how programs had their return within 5 weeks. That then empowered our stakeholders to make decisions with our partners of where investments needed to be made, or identify some channels we needed to investigate further"
Senior Director, Marketing Performance & Insights
Director of Performance & Insights, Hilton
Sr. Director of Global Media Strategy & Planning, Hilton
ROI GENOME FLASH
Brand vs performance - how to find the right mix
Hilton understood the need to truly understand channel performance as a whole, not just individually - and how one channel or activity may be influencing the performance of another.
In our ROI Genome Flash, we examine the halo effect of brand messaging on performance marketing - and prove the undeniable direct and indirect commercial value of brand campaigns.